The document discusses how brand values are the foundation for authenticity, coherence and emotion in marketing. It argues that developing a coherent brand personality starts with identifying the core values that define the brand. These values should be reflected internally within the company and externally through the brand's products, customer experiences and communications. The document provides examples of brands that demonstrate strong coherence through their values and brand management.
This document discusses key elements in building sustainable brands:
1. Brands should create new categories through divergence rather than extending existing brands or converging categories. Red Bull created a new energy drink category through divergence.
2. Strong brands provide a "badge of origin" with a recognizable visual identity supported by the company's mission and values to create trust.
3. Brands must deliver on their "promise of performance" by aligning products, communications, and employees to meet customer expectations across all touchpoints.
4. While global brands offer scale, local brands may emerge stronger if localization reconnects with local consumer lifestyles rather than just promoting a Western lifestyle.
This was made for my project given in my college. K.C COLLEGE, Mumbai. It includes the Product Life cycle and the 7 P'S of Woodland Shoes.
Hope you find this ppt useful :)
Brand equity of parent brand helps new product within the same umbrellaSiddhant Jain
The document discusses umbrella branding and brand extensions. It provides examples of companies that have successfully used umbrella branding strategies, such as Nivea and Nirma. The key factors for successful umbrella branding and brand extensions are:
1) Leveraging strong brand equity and positive associations with the parent brand.
2) Ensuring brand extensions are closely related to the core brand attributes and don't dilute or contradict the parent brand's positioning.
3) Developing extensions that maintain a clear link to the original brand essence or benefits.
However, umbrella branding can fail if the extensions are not seen as adding value by consumers or if the link between the parent brand and extensions is unclear
Brand extension by bhawani nandan prasad mba, iim calcuttaBhawani N Prasad
The document discusses brand extension strategies used by the clothing brand Park Avenue. It began as a men's clothing brand and later launched a women's line called Park Avenue Woman. It has also extended into accessories like ties and belts and men's toiletries like soap and deodorant. The analysis found that these extensions maintained the brand's values of being premium, stylish, and targeting young professionals. Some risks of brand extension include diluting the original brand image if extensions do not live up to expectations or cannibalizing existing product sales. The strategy can be effective if extensions augment the core brand proposition and provide a complete solution for consumers.
Idris Mootee, CEO of Idea Couture Inc., gave a lecture at the Ivey School of Business on global strategy and innovation. He discussed how the world is becoming increasingly hyper-connected and how industries are converging. He argued that companies must think globally to find growth opportunities, noting that emerging markets like China and India present enormous potential customers and talent. However, companies must understand local needs and adapt locally to succeed globally. Mootee suggested companies pursue a balanced approach of global integration and local responsiveness in their strategies.
Topic Discusses the key theories and concepts of Branding. It is useful for those who want a quick snap general but detail knowledge of Branding theory. The topic covers, Definition of Branding, Role of Branding, Branding Strategies, Importance of Branding, Brand Essence, Stealth Branding, etc.
This document provides an overview of the Best Global Brands 2011 report by Interbrand. It includes sections on defining brand, world changing brands such as Apple, Coca-Cola, BMW and Panasonic, top trends of 2011, rankings and profiles of the top 100 brands, sector overviews, criteria and methodology used, brand strength components, and information about Interbrand.
Cadbury India is the wholly owned subsidiary of Cadbury Schweppes and has operated in India for over 55 years. It is the number 1 confectionery company in India with over 70% market share. Cadbury leads in the chocolate, sugar, and food drinks categories with brands like Cadbury Dairy Milk, Bournvita, and Halls. Cadbury has found success through its extensive distribution network, strong brand building, and customizing products for the Indian market. It sees further growth opportunities in India and the surrounding SAARC region.
This document discusses key elements in building sustainable brands:
1. Brands should create new categories through divergence rather than extending existing brands or converging categories. Red Bull created a new energy drink category through divergence.
2. Strong brands provide a "badge of origin" with a recognizable visual identity supported by the company's mission and values to create trust.
3. Brands must deliver on their "promise of performance" by aligning products, communications, and employees to meet customer expectations across all touchpoints.
4. While global brands offer scale, local brands may emerge stronger if localization reconnects with local consumer lifestyles rather than just promoting a Western lifestyle.
This was made for my project given in my college. K.C COLLEGE, Mumbai. It includes the Product Life cycle and the 7 P'S of Woodland Shoes.
Hope you find this ppt useful :)
Brand equity of parent brand helps new product within the same umbrellaSiddhant Jain
The document discusses umbrella branding and brand extensions. It provides examples of companies that have successfully used umbrella branding strategies, such as Nivea and Nirma. The key factors for successful umbrella branding and brand extensions are:
1) Leveraging strong brand equity and positive associations with the parent brand.
2) Ensuring brand extensions are closely related to the core brand attributes and don't dilute or contradict the parent brand's positioning.
3) Developing extensions that maintain a clear link to the original brand essence or benefits.
However, umbrella branding can fail if the extensions are not seen as adding value by consumers or if the link between the parent brand and extensions is unclear
Brand extension by bhawani nandan prasad mba, iim calcuttaBhawani N Prasad
The document discusses brand extension strategies used by the clothing brand Park Avenue. It began as a men's clothing brand and later launched a women's line called Park Avenue Woman. It has also extended into accessories like ties and belts and men's toiletries like soap and deodorant. The analysis found that these extensions maintained the brand's values of being premium, stylish, and targeting young professionals. Some risks of brand extension include diluting the original brand image if extensions do not live up to expectations or cannibalizing existing product sales. The strategy can be effective if extensions augment the core brand proposition and provide a complete solution for consumers.
Idris Mootee, CEO of Idea Couture Inc., gave a lecture at the Ivey School of Business on global strategy and innovation. He discussed how the world is becoming increasingly hyper-connected and how industries are converging. He argued that companies must think globally to find growth opportunities, noting that emerging markets like China and India present enormous potential customers and talent. However, companies must understand local needs and adapt locally to succeed globally. Mootee suggested companies pursue a balanced approach of global integration and local responsiveness in their strategies.
Topic Discusses the key theories and concepts of Branding. It is useful for those who want a quick snap general but detail knowledge of Branding theory. The topic covers, Definition of Branding, Role of Branding, Branding Strategies, Importance of Branding, Brand Essence, Stealth Branding, etc.
This document provides an overview of the Best Global Brands 2011 report by Interbrand. It includes sections on defining brand, world changing brands such as Apple, Coca-Cola, BMW and Panasonic, top trends of 2011, rankings and profiles of the top 100 brands, sector overviews, criteria and methodology used, brand strength components, and information about Interbrand.
Cadbury India is the wholly owned subsidiary of Cadbury Schweppes and has operated in India for over 55 years. It is the number 1 confectionery company in India with over 70% market share. Cadbury leads in the chocolate, sugar, and food drinks categories with brands like Cadbury Dairy Milk, Bournvita, and Halls. Cadbury has found success through its extensive distribution network, strong brand building, and customizing products for the Indian market. It sees further growth opportunities in India and the surrounding SAARC region.
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
This document discusses the importance of branding for media companies. It outlines key brand characteristics like branding, consistent quality and look, and good reputation. Reasons for having a brand include giving identity, building trust, and representing competence. The document then discusses goals of brand management, challenges in multi-platform environments, different branding strategies like umbrella branding and brand extensions, and determining when to use an established versus new brand. It also provides examples of core brand values for print newspapers.
This document provides an overview of sports shoes and new product development in the sports shoe industry. It discusses key topics such as product classification, branding, pricing strategies, marketing channels, and the marketing planning process. New products are developed to meet changing consumer needs and tastes. Branding helps differentiate products through symbols, slogans, and identity. Price wars can benefit consumers through lower prices but may hurt quality and service. Marketing channels distribute products from producers to retailers and consumers. Planning involves analyzing opportunities, targeting segments, and implementing strategies.
This document summarizes a research paper that studied corporate rebranding involving a change of name. It analyzed a sample of 166 rebranded companies to understand the drivers and impact of rebranding on brand equity. The findings suggest that rebranding is often provoked by structural changes like mergers and acquisitions that impact a company's identity and strategy. It also indicates that changes to marketing aesthetics may affect brand equity less than other factors like employee behavior. The paper proposes a conceptual model to integrate the dimensions of corporate rebranding and suggests further research on leveraging brand equity across brand hierarchy levels.
Origin Brand Consultants has extensive experience developing corporate, product, and service names across industries. They recognize that developing a brand identity that communicates the brand message while ensuring differentiation and clearing regulatory requirements can be challenging. Their proven naming process involves name generation, trademark screening, linguistic and cultural reviews, name validation testing, and additional safety testing for pharmaceutical names. They also offer brand design services including visual identity creation, guidelines, and packaging design. Additionally, Origin provides brand strategy and research services such as brand perception studies, competitor comparisons, and brand tracking to help clients understand brand positioning. Some of Origin's case studies include names and identities developed for Syngenta, Infineon, GSK, Shell, VW, and Procter &
This document discusses branding strategies. It defines branding as identifying goods and services through a name, symbol or design. The key elements of a brand are listed as name, logo, graphics, colors, sounds, tastes and movements. Different branding strategies are outlined, including product branding, line branding, range branding, umbrella branding and double branding. Each strategy is explained with examples. Brand equity is defined as the value added to a product or service from its brand assets and liabilities like name awareness, brand associations, perceived quality and brand loyalty.
This document provides an overview of brands and brand management. It defines what a brand is, explains how branding applies to many things, and outlines the importance of brands. A brand differs from a product in being a perceptual entity that lives in consumers' minds and provides functional and emotional value. Brands have elements like names, logos, and slogans that identify and differentiate them. Effective branding transforms products into value-added propositions that create customer preferences. Branding has evolved from focusing on unique selling propositions to providing holistic customer experiences. The advantages of branding include legal protection, attracting loyal customers, and building a company's image. Risks include viewing brands as something owned rather than relating to customers and focusing on awareness
PHILIPS (Brand Identity Guide. v. 03/2008)Paco Barranco
This document provides branding guidelines for Philips' brand identity. It outlines the key elements of Philips' visual brand including the wordmark, shield, brand promise, and photography standards. The principles define how to properly use each element consistently across all communication touchpoints to clearly and distinctly represent the Philips brand. Adhering to the specified colors, layouts, and language ensures Philips' marketing and communication tools effectively build the brand over time.
Puma is a major international sportswear manufacturer founded in Germany in 1948. It produces footwear, apparel, and accessories. Puma competes with major brands like Nike and Adidas. While Adidas focuses on performance, Puma emphasizes fashion and lifestyle. Puma owns brands like Puma, Tretorn, and Hussein Chalayan. It has over 9,000 employees worldwide and generates billions in annual revenue.
Corporate Rebranding and the Implications for Brand Architecture Management: ...Laurent Muzellec
This case reveals the complex problem of protecting corporate heritage while
managing product and corporate brands to keep them aligned with contemporary
market requirements. A dynamic brand building model is presented which
simultaneously addresses the different audiences for the products and the
corporate brand. The paper concludes that a new concept of ‘business branding’,
distinct from ‘consumer/product branding’, may allow corporations to reconcile
the need for both corporate accountability and risk limitation while maintaining
an effective brand management programme.
Brand architecture is the structure of brands within an organizational entity. An established Brand Architecture is an important guide for brand extensions, sub-brands and development of new products.
Brand Architecture helps a marketer see how to keep parts of a brand separate when needed, and also how to allow them to work together to boost one another in the marketplace.
Although the true magic of using Brand Architecture itself is to establish the identity of your brand and how your company relates to your customers. Brand architecture shows us how the sub-brands of a larger whole are organized, and how they all relate to each other.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
The document discusses various concepts related to branding including understanding branding, brand building, brand attributes, brand management strategies, and brand architecture. It provides information on topics like developing a brand name, logo, colors, essence/promise, co-branding, stealth branding, fighting brands, multi-branding, and different models of brand architecture like house of brands, endorsed brands, sub-brands, and branded house.
The document discusses the importance of credibility and authenticity for sales success. It notes that admired leaders are seen as credible, honest, and trustworthy. Credibility is built through consistent actions over time like keeping promises. Authenticity is important as well - prospects are attracted to representatives who show up as their true selves each day. The document also addresses why salespeople fail, such as improper training or a bad attitude, and why prospects push back, often due to past experiences with incompetent salespeople.
How Ben & Jerry’s translate brand values into social content - Community Conf...Seismonaut
Mike Hayes and Jay Curley from the global marketing team at Ben & Jerry's spoke at Community Conference in Copenhagen April 3rd 2014 about how Ben & Jerry's use their core brand values to produce great content for their social channels.
Community Conference is organised by Seismonaut. www.communityconference.dk
The document discusses tone in writing and branding. It defines tone as the mood or feeling created by writing, which is determined not by what is said but how it is said. Tone creates mood for readers. Brand tone is about putting people in the mood to buy by consistently using the same tone, though messages and audiences may change, the brand's character should not. To establish tone, a writer must understand their brand's identity and act as that character would, focusing on being the brand rather than just writing as it. The most important question for a writer to answer is "Who am I?" to determine their brand's tone.
The document discusses the criteria for identifying a brand essence. It defines a brand essence as the single intangible attribute that differentiates a brand from its competitors. It then outlines 9 criteria for an effective brand essence: 1) it must be unique, 2) intangible, 3) single-minded, 4) experiential, 5) meaningful, 6) consistently delivered, 7) authentic, 8) sustainable, and 9) scalable. Following each criterion is an explanation of why it is important and examples to illustrate the concept.
Crafting a Powerful Employee Value PropositionCielo
Creating, refreshing or overhauling your Employee Value Proposition (EVP) is no simple undertaking. It must become a living asset that informs your people agenda, policies and processes. Here is the 10-step framework for planning and implementing your own authentic EVP.
A presentation about similarities in brand values of Apple & Google. This presentation is done as a part of my UIAH master thesis together with TeliaSonera Finland. to read about my thesis check my website www.buyukdemirci.com
Brand personality refers to the set of human characteristics associated with a brand. It is how the brand behaves and is perceived, based on factors like gender, age, and emotional traits. Brand personality can help differentiate brands and guide marketing communications by communicating the brand's identity. It is developed over time based on consumer experiences and impressions of the brand. This builds brand equity by creating a unique identity and relationship with customers.
TEDx Manchester: AI & The Future of WorkVolker Hirsch
TEDx Manchester talk on artificial intelligence (AI) and how the ascent of AI and robotics impacts our future work environments.
The video of the talk is now also available here: https://youtu.be/dRw4d2Si8LA
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
This document discusses the importance of branding for media companies. It outlines key brand characteristics like branding, consistent quality and look, and good reputation. Reasons for having a brand include giving identity, building trust, and representing competence. The document then discusses goals of brand management, challenges in multi-platform environments, different branding strategies like umbrella branding and brand extensions, and determining when to use an established versus new brand. It also provides examples of core brand values for print newspapers.
This document provides an overview of sports shoes and new product development in the sports shoe industry. It discusses key topics such as product classification, branding, pricing strategies, marketing channels, and the marketing planning process. New products are developed to meet changing consumer needs and tastes. Branding helps differentiate products through symbols, slogans, and identity. Price wars can benefit consumers through lower prices but may hurt quality and service. Marketing channels distribute products from producers to retailers and consumers. Planning involves analyzing opportunities, targeting segments, and implementing strategies.
This document summarizes a research paper that studied corporate rebranding involving a change of name. It analyzed a sample of 166 rebranded companies to understand the drivers and impact of rebranding on brand equity. The findings suggest that rebranding is often provoked by structural changes like mergers and acquisitions that impact a company's identity and strategy. It also indicates that changes to marketing aesthetics may affect brand equity less than other factors like employee behavior. The paper proposes a conceptual model to integrate the dimensions of corporate rebranding and suggests further research on leveraging brand equity across brand hierarchy levels.
Origin Brand Consultants has extensive experience developing corporate, product, and service names across industries. They recognize that developing a brand identity that communicates the brand message while ensuring differentiation and clearing regulatory requirements can be challenging. Their proven naming process involves name generation, trademark screening, linguistic and cultural reviews, name validation testing, and additional safety testing for pharmaceutical names. They also offer brand design services including visual identity creation, guidelines, and packaging design. Additionally, Origin provides brand strategy and research services such as brand perception studies, competitor comparisons, and brand tracking to help clients understand brand positioning. Some of Origin's case studies include names and identities developed for Syngenta, Infineon, GSK, Shell, VW, and Procter &
This document discusses branding strategies. It defines branding as identifying goods and services through a name, symbol or design. The key elements of a brand are listed as name, logo, graphics, colors, sounds, tastes and movements. Different branding strategies are outlined, including product branding, line branding, range branding, umbrella branding and double branding. Each strategy is explained with examples. Brand equity is defined as the value added to a product or service from its brand assets and liabilities like name awareness, brand associations, perceived quality and brand loyalty.
This document provides an overview of brands and brand management. It defines what a brand is, explains how branding applies to many things, and outlines the importance of brands. A brand differs from a product in being a perceptual entity that lives in consumers' minds and provides functional and emotional value. Brands have elements like names, logos, and slogans that identify and differentiate them. Effective branding transforms products into value-added propositions that create customer preferences. Branding has evolved from focusing on unique selling propositions to providing holistic customer experiences. The advantages of branding include legal protection, attracting loyal customers, and building a company's image. Risks include viewing brands as something owned rather than relating to customers and focusing on awareness
PHILIPS (Brand Identity Guide. v. 03/2008)Paco Barranco
This document provides branding guidelines for Philips' brand identity. It outlines the key elements of Philips' visual brand including the wordmark, shield, brand promise, and photography standards. The principles define how to properly use each element consistently across all communication touchpoints to clearly and distinctly represent the Philips brand. Adhering to the specified colors, layouts, and language ensures Philips' marketing and communication tools effectively build the brand over time.
Puma is a major international sportswear manufacturer founded in Germany in 1948. It produces footwear, apparel, and accessories. Puma competes with major brands like Nike and Adidas. While Adidas focuses on performance, Puma emphasizes fashion and lifestyle. Puma owns brands like Puma, Tretorn, and Hussein Chalayan. It has over 9,000 employees worldwide and generates billions in annual revenue.
Corporate Rebranding and the Implications for Brand Architecture Management: ...Laurent Muzellec
This case reveals the complex problem of protecting corporate heritage while
managing product and corporate brands to keep them aligned with contemporary
market requirements. A dynamic brand building model is presented which
simultaneously addresses the different audiences for the products and the
corporate brand. The paper concludes that a new concept of ‘business branding’,
distinct from ‘consumer/product branding’, may allow corporations to reconcile
the need for both corporate accountability and risk limitation while maintaining
an effective brand management programme.
Brand architecture is the structure of brands within an organizational entity. An established Brand Architecture is an important guide for brand extensions, sub-brands and development of new products.
Brand Architecture helps a marketer see how to keep parts of a brand separate when needed, and also how to allow them to work together to boost one another in the marketplace.
Although the true magic of using Brand Architecture itself is to establish the identity of your brand and how your company relates to your customers. Brand architecture shows us how the sub-brands of a larger whole are organized, and how they all relate to each other.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
The document discusses various concepts related to branding including understanding branding, brand building, brand attributes, brand management strategies, and brand architecture. It provides information on topics like developing a brand name, logo, colors, essence/promise, co-branding, stealth branding, fighting brands, multi-branding, and different models of brand architecture like house of brands, endorsed brands, sub-brands, and branded house.
The document discusses the importance of credibility and authenticity for sales success. It notes that admired leaders are seen as credible, honest, and trustworthy. Credibility is built through consistent actions over time like keeping promises. Authenticity is important as well - prospects are attracted to representatives who show up as their true selves each day. The document also addresses why salespeople fail, such as improper training or a bad attitude, and why prospects push back, often due to past experiences with incompetent salespeople.
How Ben & Jerry’s translate brand values into social content - Community Conf...Seismonaut
Mike Hayes and Jay Curley from the global marketing team at Ben & Jerry's spoke at Community Conference in Copenhagen April 3rd 2014 about how Ben & Jerry's use their core brand values to produce great content for their social channels.
Community Conference is organised by Seismonaut. www.communityconference.dk
The document discusses tone in writing and branding. It defines tone as the mood or feeling created by writing, which is determined not by what is said but how it is said. Tone creates mood for readers. Brand tone is about putting people in the mood to buy by consistently using the same tone, though messages and audiences may change, the brand's character should not. To establish tone, a writer must understand their brand's identity and act as that character would, focusing on being the brand rather than just writing as it. The most important question for a writer to answer is "Who am I?" to determine their brand's tone.
The document discusses the criteria for identifying a brand essence. It defines a brand essence as the single intangible attribute that differentiates a brand from its competitors. It then outlines 9 criteria for an effective brand essence: 1) it must be unique, 2) intangible, 3) single-minded, 4) experiential, 5) meaningful, 6) consistently delivered, 7) authentic, 8) sustainable, and 9) scalable. Following each criterion is an explanation of why it is important and examples to illustrate the concept.
Crafting a Powerful Employee Value PropositionCielo
Creating, refreshing or overhauling your Employee Value Proposition (EVP) is no simple undertaking. It must become a living asset that informs your people agenda, policies and processes. Here is the 10-step framework for planning and implementing your own authentic EVP.
A presentation about similarities in brand values of Apple & Google. This presentation is done as a part of my UIAH master thesis together with TeliaSonera Finland. to read about my thesis check my website www.buyukdemirci.com
Brand personality refers to the set of human characteristics associated with a brand. It is how the brand behaves and is perceived, based on factors like gender, age, and emotional traits. Brand personality can help differentiate brands and guide marketing communications by communicating the brand's identity. It is developed over time based on consumer experiences and impressions of the brand. This builds brand equity by creating a unique identity and relationship with customers.
TEDx Manchester: AI & The Future of WorkVolker Hirsch
TEDx Manchester talk on artificial intelligence (AI) and how the ascent of AI and robotics impacts our future work environments.
The video of the talk is now also available here: https://youtu.be/dRw4d2Si8LA
The document discusses Longo Brothers Supermarkets' branding and retail experience redesign project led by Watt International over several years. The objectives were to reposition the brand to better reflect its strengths of freshness and heritage, develop a new tagline and identity, and design a flagship store and marketing plan to attract new customers. Key outcomes included introducing the new tagline "A Fresh Tradition" and implementing it across the renovated flagship store through elements like product displays, signage and customized finishes to embody the brand. Print advertising and bus shelter campaigns were also part of the integrated marketing strategy.
Dezine Display Solutions is an end-to-end solution provider founded in 1996 specializing in architecture, design, and visual communications. They have a large team of professionals and an in-house infrastructure to deliver world-class solutions for leading brands. They provide exhibition design, retail design, signage, activations, and merchandising for clients across various industries. Case studies highlight projects completed for brands in fast moving electrical goods, lighting, sanitary ware, industrial automation, and more.
The document provides an overview of Sid Lee's advertising portfolio and approach. Sid Lee is an independent advertising agency established in 1993 with 550 professionals across multiple offices globally. Their approach involves understanding that conversations drive transactions and ensuring brand stories are experienced through multiple touchpoints. Examples of campaigns for clients like Adidas, Videotron and SAQ are summarized, showing Sid Lee's range of creative advertising services.
Avenue helps companies find and accelerate next-level growth through innovations to brand strategies, go-to-market approaches, and how they engage employees, sales teams, partners and customers. The document discusses Avenue's work with various companies and provides examples of how they developed sales tools and apps for mobile devices like the iPad to help sales representatives engage customers in a more impactful way and demonstrate value.
The document discusses the importance of branding for business longevity and success. It notes that consumers are bombarded with hundreds of marketing messages daily and their tastes are changing. Effective branding can differentiate a brand and develop a unique personality that cannot be copied. The document also discusses developing a strong value proposition for a brand that combines functional, emotional and self-expressive benefits. It emphasizes the need for brands to stay relevant by understanding consumers and adopting a consumer-driven approach.
Dezine Display Solutions is a graphic design and visual arts company founded in 1996 that provides bespoke display and communication solutions. They have a large team of professionals specializing in various areas including architecture, design, and production. They serve leading brands across various industries with end-to-end solutions including exhibitions, retail displays, signage, and events. Their case studies showcase projects completed for brands such as Philips, Havells, Grohe, Kohler, and others.
The document discusses various ways for brands to communicate their corporate social responsibility (CSR) efforts and drive approval both internally and externally. Internally, brands can drive approval by using the right tone in communications, bottom-up communication tools that involve employees, and initiatives that include employees in CSR long-term. Externally, brands can focus their discourse, respond to current events, inspire people online through platforms like social media, and inspire people in real life through community events. The goal is to multiply the impact of CSR strategies and strengthen links between the brand and its stakeholders to build trust.
The document provides an overview of branding concepts and best practices. It discusses what brands are, key elements of brands like visual and verbal identity, brand positioning, architecture, experience, valuation, protection and management. It also covers topics like services branding, corporate branding, guidelines for good brand management, what makes brands great/lose their way, brand-building skills, and integrating brand communication. Globalization opportunities for brands and branding places/nations are also summarized.
This document discusses branding and organic growth strategies. It introduces Spore, a branding agency that helps brands cultivate, evolve, disperse, and evolve (C.E.D.E.) through a process of continuous refinement. Spore creates branding programs across multiple touchpoints to help brands find simplicity, amplify their message, and ensure ideas are sustainable and expansive through testing. The goal is to help brands develop a culture that nurtures growth and allows them to have conversations with customers to further evolve their brand over time.
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...iStrategy
The document discusses driving ROI and growing brands through social media. It emphasizes that social media strategy should follow business and brand strategy, not replace it. Behavior is more important than tools, so brands should focus on understanding customer experiences and decision journeys to identify opportunities to interact. Organizational structure needs to align internally and externally to support the brand through both traditional and digital channels. Key questions are discussed around how marketers can thrive in this changing landscape and how to define and measure success through social media.
The BrandZ Top 100 Most Valuable Global Brands report for 2011 found:
- The total value of the top 100 brands grew 17% to $2.4 trillion.
- Apple became the world's most valuable brand at $153 billion, up 84% from 2010.
- Technology and telecom brands now comprise a third of the top 100 brands.
- 12 Chinese brands, 3 Brazilian brands, 1 Indian brand, and 1 Russian brand featured in the top 100.
The business case for brand outlines how branding can transform businesses and drive key metrics like sales, market leadership, and membership. It provides examples of how the company has helped clients achieve outcomes such as 67% year-on-year sales increases for 3 years, 30% email read-through rates and 5% click-through rates, and 12% increased fundraising. The document establishes branding as a powerful tool to grow businesses and communicates the company's expertise in achieving results for clients across industries.
This annual report summarizes Jarden Corporation's financial performance in 2005. It discusses the company's acquisition of American Household and The Holmes Group, which expanded its consumer solutions segment. It also highlights initiatives across its various business segments, including new product introductions, employee programs, and efforts to improve operations. The Chairman expresses pride in the company's strong growth and record results in 2005, with revenues reaching $3.2 billion, nearly halfway to its goal of doubling EPS within 3 to 5 years.
This annual report summarizes Jarden Corporation's financial performance in 2005. It discusses the company's acquisition of American Household and The Holmes Group, which expanded its consumer solutions segment. It also highlights initiatives across its various business segments, including new product introductions, employee programs, and efforts to improve operations. The Chairman expresses pride in the company's strong growth and record results in 2005, with revenues reaching $3.2 billion, nearly halfway to its goal of doubling EPS within 3 to 5 years.
This document provides an agenda and background information for a meeting to discuss strategies for Timberland brand. It introduces the team members and outlines the following agenda items: challenge, executive summary, brand analysis, market analysis, target consumer, idea, and main event. Key points include that Timberland needs to become relevant to new consumers, create meaningful awareness and affinity, and find insights to motivate consumers. It discusses how Timberland lost touch with its original target audience of American workers and was embraced by an urban consumer it did not understand. A competitor analysis and discussion of how Timberland is different in focusing on its heritage and iconic yellow boot conclude the document.
150512 Growth Partners Luxury & Lifestylec3ventures
Growth Partners is a strategic innovation firm that focuses on driving revenue growth and maximizing value for clients. It has expertise in creating new products, services, brands, and businesses. The firm works closely with clients to support international expansion and help visionary brands make the greatest possible impact over the long term. It sits at the intersection of various industries and works with both startups and large companies.
The document provides an overview of the BrandZ Top 100 Most Valuable Global Brands report for 2011. Some key points:
- Apple became the world's most valuable brand, increasing 84% in value to $153 billion. The total value of the Top 100 brands grew 17% to $2.4 trillion.
- Technology and telecom brands continue to comprise a third of the Top 100, up from a quarter in 2006. Twelve Chinese brands, three Brazilian brands, one Indian brand, and one Russian brand are in the Top 100.
- Fast food, luxury, and technology brands led sector growth at 22%, 19%, and 18% respectively. Changes in consumer behavior and digital technology influenced all
Similar to Brand values as the root of authenticity, coherence and emotion in marketing (20)
Project Work Alternanza scuola lavoro a cura di Martina Fiore, Carlo Melis, Teodora Rossi e Francesca Spadaro, studenti del Master in Risorse Umane ISTUD
Project Work Master in Risorse Umane: Intervista a Barbara Spangaro - SEA Aer...ISTUD Business School
Intervista a Barbara Spangaro, Responsabile Gestione HR Staff, Sviluppo e Welfare - SEA Aeroporti di Milano
Intervista a cura di Alberto Barbella, Germana Barlocco, Cristina Gallina, Alessandro Nocera, Debora Sinatra - Master in Risorse Umane e Organizzazione 2015-2016
Lead3.0 Academy: primi risultati progetto europeo su E-leadership skillsISTUD Business School
Presentati da Simonetta Manzini, ricercatrice di ISTUD, i primi risultati del progetto europeo "Lead3.0 Academy" sulle competenze di E-leadership dei manager e sui bisogni formativi.
Il progetto mira a creare un’Alleanza per la Conoscenza tra il mondo delle università e quello delle imprese con il fine di diffondere tra i formatori l’uso dei MOOCs (Massive Open Online Courses) e delle OER- (Open Educational Resources) per sviluppare le competenze trasversali di e-leadership richieste dal mercato del lavoro nell’era digitale.
Gli obiettivi operativi del progetto sono:
Identificare le competenze trasversali dei nuovi leader sia a livello individuale che a livello organizzativo/strategico;
Identificare le competenze mancanti dei formatori e svolgere un’analisi dei gap esistenti per sviluppare un programma formativo e degli approcci didattici, basati sul Web 3.0 e sulle OER, finalizzati a migliorare le competenze trasversali;
Creare, mettere in atto e testate un ambiente virtuale e un kit di strumenti per i formatori, che permetta processi formativi finalizzati alla formazione delle competenze trasversali di e-leadership;
Predisporre una Comunità di Pratica di formatori finalizzata all’utilizzo del Web 3.0 e delle Risorse didattiche aperte nell’educazione sulle competenze trasversali di e-leadership.
Il progetto ha come capofila la Fondazione Istud e include un consorzio di alto livello formato da 9 partner di 7 paesi diversi (2 università – Università di Coventry e Università delle Scienze Applicate di Münster; 2 grandi gruppi aziendali – Gruppo Auchan e Unicredit; 2 Business school- Fondazione ISTUD e Fondazione OIC Polonia; un network internazionale per l’educazione d’impresa – La Fondazione europea per il management e lo sviluppo EFMD; 2 imprese – Gruppo Pragma e Advancis Business Services) e due partner associati.
Il progetto Le@d3.0 Academy creerà e testerà, in sinergia con iniziative già in atto, metodi di formazione innovativi basati sui MOOC e sulle OER e meccanismi di cooperazione tra il mondo delle università e quello delle imprese, che facilitino lo scambio, il flusso e la co-creazione di conoscenza tra i formatori di contesti e settori differenti per lo sviluppo delle “competenze trasversali di e-leadership”.
Presentazione a Milano il 3 novembre 2015.
manager sono sotto pressione come mai prima, coinvolti nel loro lavoro quotidiano in sfide enormi: la globalizzazione, la costante tensione allo sviluppo personale, un business sempre più aggressivo H24 e 24/7, l’incertezza crescente nei processi decisionali. Il mondo sta cambiando alla velocità della luce. Siamo nell’era del digitale, della sharing economy e dell’Internet of things; della open innovation e dello smart working. Un vero “brave new world”, citando Shakespeare e Huxley. Le organizzazioni e le persone che si trovano a gestire questa complessità non possono permettersi di rimanere in attesa, ma devono riuscire ad anticipare il futuro e il mondo che sarà. E’ necessario un adeguamento nel mindset dei leader, e di conseguenza nelle skill manageriali e professionali, nei modelli di gestione. Così anche la management education dovrà dare una risposta forte, anche attraverso nuove modalità come i MOOC (Massive Open Online Courses), all’utilizzo di metodologie esperienziali e blended, applicando anche teorie innovative come quelle del connettivismo del Professor George Siemens, che studia l’apprendimento di individui e organizzazioni basandosi sul paradigma delle reti. Per avere un ruolo strategico – quasi disruptive – nell’accompagnamento e nella crescita delle persone in questa trasformazione profonda, e aiutare il business e il successo dell’impresa.
Quali sono dunque le competenze chiave per i nuovi e-Leader dell’era digitale e quali nuove forme prenderà la formazione manageriale? Sempre più i manager dovranno promuovere collaborazione e networking, incentivare l’innovazione collaborativa (co-innovation), sviluppare e consolidare la fiducia tra network e gruppi di lavoro, vivere l’apprendimento continuo. Il tutto mediato e filtrato dalle grandiose opportunità legate all’utilizzo delle nuove tecnologie, per diffondere e far crescere una vera e propria cultura dell’innovazione e del digitale in tutti i processi di lavoro e ambiti dell’organizzazione.
Verso un benessere intelligente nelle organizzazioni di lavoro in ItaliaISTUD Business School
Risultati della ricerca “Benessere e stato di salute nel mondo dei servizi in Italia: una prospettiva di genere”, sviluppata da Fondazione ISTUD per il Ministero del Lavoro presentati a Milano il 9 marzo 2015 da Maria Giulia Marini
Crowdfunding applicato alla ricerca scientifica: il caso mitilo dorato ISTUD Business School
Crowdfunding applicato alla ricerca scientifica: Il sequenziamento del genoma del mitilo dorato (Limnoperna fortunei) presentato da Francesco Dondero, Università del Piemonte Orientale "Amedeo Avogadro", alla tavola rotonda ISTUD e TIM4Expo sul Crowdfunding del 26/01/2015
La narrazione come strumento di conoscenza della persona affetta da PsoriasiISTUD Business School
Io e la mia psoriasi: la narrazione come strumento di conoscenza della persona affetta da Psoriasi. A cura di Anna Graziella Burroni, Tito Agnusdei, Serena Pezzetta, Ilaria Proietti – MNEMOS – Master in Medicina Narrativa Applicata alle Organizzazioni Sanitarie, I edizione
Medicina della Narrazione applicata alla Fibromialgia: un nuovo possibile approccio gestionale e terapeutico per un difficile rapporto medico-paziente. A cura di Davide De Nardo – MNEMOS – Master in Medicina Narrativa Applicata alle Organizzazioni Sanitarie, I edizione
Narrazioni del personale infermieristico senior dedicato all’OncologiaISTUD Business School
Narrazioni del personale infermieristico senior dedicato all’Oncologia raccolte da Gabriella Gorzegno, Monia Lunghi, Micaela Pagliano – MNEMOS – Master in Medicina Narrativa Applicata alle Organizzazioni Sanitarie, I edizione
Risultati della ricerca dell'Osservatorio Giovani e Lavoro e alcuni consigli di personal branding per il ciclo di incontri ISTUD DAYS 2014 (Bari, Roma, Napoli)
Poster presentato al VI congresso ICAR (Italian Conference on AIDS and retrovirus), 25-27 maggio 2014, Roma
Lo scopo dello studio "emotions of people living with HIV" è quello di determinare, attraverso l'utilizzo di un approccio narrativo, le emozioni prevalenti delle persone che vivono con l'HIV per comprendere cosa hanno provato in alcune aree critiche del percorso di cura.
Comprendere quali sono le emozioni è un obiettivo importante per contribuire a sviluppare una maggiore consapevolezza nelle persone con HIV e permettere agli operatori sanitari di attivare un'assistenza più attenta all'individuo.
Osservatorio Giovani e lavoro: Generation Y Ready for work around the world?ISTUD Business School
I risultati della ricerca dell'Osservatorio internazionale 2013 di Fondazione ISTUD su giovani e lavoro. Presentazione del 15 aprile 2014 presso Assolombarda.
La Medicina Narrativa è professionalizzante, ed è una competenza di base legata al patrimonio delle scienze sociali che contribuisce a migliorare il modo di lavorare, fornendo gli strumenti concreti per un approccio di cura basato sull’ascolto di cui beneficia l’intero sistema delle cure.
Brand values as the root of authenticity, coherence and emotion in marketing
1. Brand values as the root
of authenticity, coherence
and emotion in marketing
Renzo Rizzo, Direttore della Practice
Business Innovation e del Master in
Marketing Management e Innovazione alla
Fondazione ISTUD Business School
www.istud.it
2. Business Innovation Practice
ISTUD Business School
‣ Established in 1970 by initiative of Assolombarda and a group of large
Italian and multinational companies, ISTUD (acronym for Institute for
Management Studies) has accompanied the evolution of Italian
Management, contributing to the diffusion of a modern management
and leadership culture in many Italian companies and subsidiaries of
multinational companies, both large and medium/small.
‣ Its purpose is to support the growth and competence development of
companies that want to compete through a new and sustainable
economic model, based on the creation of value for all the stakeholders
involved in the economic process such as a company’s customers,
collaborators and partners, shareholders and investors, as well as the
very social context where the company lives.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
3. Business Innovation Practice
Brand values as a basis for a coherent,
authentic and emotional relationship with
customer
‣ Coherence, authenticity and
emotional connection are ever
more important as a brand and
company communication
becomes more fragmented and
less controllable.
‣ A brand is the personification of a
company offering, and at its best
it can be a guide through the
increased complication of the
market, and a center of meaning
for customer relationship with
companies.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
4. Business Innovation Practice
So it is important that brands have an
attractive and coherent personality
‣ Personality is the particular
combination of emotional,
attitudinal, and behavioral
response patterns of an
individual.
‣ According to the trait theory,
personality is defined by traits -
habitual patterns of behavior,
thought, and emotion.
‣ According to this perspective,
traits are relatively stable over
time, are different across
individuals, and influence
behavior.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
5. Business Innovation Practice
Developing a coherent brand personality
starts with the values that identify the brand
‣ The values that attract us to a
brand can have different
emotional strength, depending on
whether they relate to a material Expression and ideals
values
promise, to an expected
experience, or to intangible ideas
that fulfill our self expression
Experience and
desires and aspirations. aesthetics values
‣ A unique combination of values
characterizes the brand, setting it
apart from the competition and at Effectiveness and
the same time determines its functional values
potential emotional strength and
intangible content.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
6. In 1999, Timberland PRO was created to bring boots and shoes to working
professionals that consider their footwear a necessary tool of the trade.
Each year since, Timberland PRO® footwear has out-classed the competition
Business Innovation Practice
by continually delivering ground-breaking innovations designed to keep
Coherence through the products workers in various professions safe, comfortable and energized on the job.
In 2009, PRO launched stayonyourfeet.com to promote the Timberland PRO® Endurance work boot. The site
highlighted the benefits of our exclusive Anti-Fatigue Technology while allowing visitors to search for sector-
specific jobs in their area, helping workers stay on their feet in more ways than one during the tough economy.
‣ We love the outdoor and take And while sales of Timberland PRO® series were flat in 2009, it was actually a positive sign in a category that
took a particularly big hit last year. With innovative new products and expanded markets on the horizon, we
pride in equipping people to fully expect Timberland PRO to return to its historical growth pattern as the economy improves. With a maniacal
focus on the consumers we serve, innovation-laden product and ever-growing brand recognition, the Timberland PRO®
enjoy it as much as we do. series remains an important and natural extension of our core brand.
ounger consumers expect products to be technical
and durable, but they also want edgy styling and
construction mindful of its environmental impact. This
‣ We are masters of shoemaking consumer has spoken and we listened. Launched in the Fall of
2009, Timberland® Mountain Athletics® has become the marquee
label of our outdoor performance product. This trail-running and
and storytelling. hiking line was designed to fuse trend and innovation, featuring
Green Rubber™ soles made of 42% recycled rubber to help outdoor
enthusiasts leave the environment the way they found it.
‣ True to our environmental values.
To target this younger, faster consumer, we launched an aggressive,
multi-faceted marketing campaign that included blogs, mobile
media, a public relations blitz and a celebrated ad campaign
consumers, action sports and environmentalism. Timberland is
featuring television, print and outdoor. We supported the campaign
engaging these more traditional shoppers by bringing innovation
‣ While our heritage products have
with Timberland® Mountain Athletics® retail store displays to
to our rugged, proven and dependable outdoor product.
generate buzz about this dynamic segment of our business.
Timberland uses innovative components, compounds and
lassics are classics for a reason. still learning from the launch of our Timberland®
Though we are They aren’t of a particular
withstood the test of time, with
constructions to take our consumers anywhere—from the summit
time or place, and were never made to satisfy a trend. We
Mountain Athletics® footwear, it met our expectations of reconnecting
to the sidewalk. We’re one of the few brands with the ability to
have silhouettes that haveoutdoor worn by generations and “halo” effect that
with the been consumer, and helped create a
bring a rugged heritage plus a distinct look and feel to a range of
are just as relevant now as they were in theon all of our outdoor they areIn 2009, we saw
continues to shine 1970s, because products.
each generation we continue to
outdoor-wearing occasions. As we continue to provide outdoor-
a resurgence of our tried-and-true outdoor hiking silhouettes, led
the perfect balance of craftsmanship, function and fashion. Last year proven gear to consumers—marketed thoughtfully and produced
by core day-hiking performance boots and shoes. The traditional
we made a concerted effort to focus on our classic styles through in an environmentally respectful way—we’re confident that our
make products for light, fast and
outdoor footwear segment is being influenced by younger
better distribution, greater visibility and adding fresh twists. The resurgence as an authentic outdoor retailer has only just begun.
Abington Collection is a perfect example, combining styles from
decades past with subtle design elements and colors that bring them
further performance: into the modern era.
The marketing campaign for our Classics product taps into the
Classics
consumer’s insistence on great value, especially in light of macro-
economic trends. We also entered into high-visibility collaborations
with key upscale retailers such as Saks, Collette and Stüssy,
Performance creating limited-edition collections sold only through their doors.
These partnerships, while small in scale, are big in impact and help
After nearly 40 years, the iconic 10061 is still the product we base all others on.
Earth-keepers
We make these Classics products efficiently, which gives us the
to elevate the brand.
flexibility to test and nurture new product ideas. In the year ahead,
To create even more buzz, we continue to give the consumer artistic
Timberland Pro
we expect Classics to play a significant role, driving a large
control through our Design Your Own Handsewn (DYOH) program, portion of footwear sales in each region. These styles are rugged,
which followed on the heels of our successful Design Your Own Boot durable and outdoor-capable, making them a true reflection of the
program. DYOH allows consumers to choose from various leather Timberland® brand.
options, colors, laces, embroidery, hand stitching and hardware to
create a truly one-of-a-kind shoe. The program was particularly
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
successful in Asia in 2009, and will continue to build brand cachet
12
in that region in 2010.
7. Business Innovation Practice
Coherence through the key
engagement points
‣ Awareness through wom and
advertising images, and web site.
‣ Purchase through dedicated stores
and the web.
‣ Music and perfume, people
behaviour and looks
‣ Products of consistent quality and
recognizable design.
‣ Customer service.
‣ Direct engagement with the brand.
‣ Coherent visual, physical,
emotional manifestations.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
8. Business Innovation Practice
Coherence through the key
engagement points
‣ OVS Industry, leader in the
Italian apparel sector with
870M€ sales: a new
interpretation of shopping,
characterized by constant
renewal, quality and a fair
price.
‣ Strong Italian positioning,
present throughout.
‣ Collections from collaboration
with famous designers like
Ennio Capasa, Elio Fiorucci
and Davide de Giglio.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
9. Business Innovation Practice
Coherence from the inside out
‣ Zappos, an on-line retailer of
shoes and clothing, is so
focused on customer service
and on one-to-one relationship
that it moved its headquarter
from California to Nevada (near
Deliver WOW Through Service
Las Vegas), in order to find Embrace and Drive Change
better personnel to staff for its Create Fun and A Little Weirdness
call canter. Be Adventurous, Creative, and Open-Minded
Pursue Growth and Learning
‣ The company service and Build Open and Honest Relationships
Build a Positive Team and Family Spirit
frugality values are very Do More With Less
coherent with the band values. Be Passionate and Determined
Be Humble
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
10. Business Innovation Practice
Coherence from the inside out
‣ ... apply one key principle to the
production of artisanal ice cream
(...): purchasing ingredients of
absolutely high quality.
‣ (...) they start for a quest from
Langhe up to Sicily and Central
America, looking for the best the
world of agricolture has to offer.
‣ Only fresh seasonal fruit, from the
best areas in italy and from their
own farm, no use of colorants
and flavors, only fresh whole milk
of top quality for the creams,
organic eggs and a selection fo
the best cocoas and coffee form
Central America.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
11. Business Innovation Practice
The basis for brand authenticity
Values and Positioning
principles of and personality
the company of the brand
‣ “Why is internal marketing so important? Because it is the best way to
help employees make a powerful emotional connection to the products
and services you sell. Without that connection, employees are likely to
undermine the expectations set by your advertising” (Colin Mitchell,
Ogilvy & Mathers).
‣ But even with the best marketing skills you can not fake values, either
you have them or you don’t... and it shows.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
12. Business Innovation Practice
A model to build a coherent brand
personality Story Substance
(thoughts) (behaviour)
Stages
(relationship)
‣ A brand’s combination of Participation
values sets it apart and Expression and Knowledge
defines its potential emotional ideals values attributes
strength. Integration
‣ The brand expresses itself
through its products and their
Usage
attributes... Experience and
Sensory
‣ ... and through the various aesthetics
attributes
values
engagement moments of the Purchase
customers’ journey from
awareness to bonding and
participation in the brand. Evaluation
Effectiveness
‣ The brand values must be and functional
Functional
attributes
coherent with the company values
Awareness
internal values.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
13. Business Innovation Practice
The role of marketing, as we live it at
ISTUD Business School
“marketing... learns about (customers)
needs, desires and fears and designs and
supplies products with those considerations
in mind; (different from sales) it does not try
to make buyers want what the seller has,
but to have what buyers want (or might
want)...”
Theodore C. Levitt, After the sale is over, HBR, July/August 1983
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it
14. Business Innovation Practice
ISTUD Business Innovation
‣ Help identifying the values that can set your brand apart, and drive
coherence in the various elements of the brand equity web.
‣ Use methods proven by direct management and consulting
experience of its consultants, teachers and coaches.
‣ Development of brand strategy, equity, architecture, marketing mix.
‣ Brief and guidance of agencies that develop visual branding,
communication, packaging, product, web presence.
‣ Education and coaching for marketing people.
Renzo Rizzo Global Marketing 2011; rrizzo@istud.it